“Promotional strategies of Step Footwear for new products to be launched in the market.”

Abstract

This study focuses on the promotional strategies employed by Step Footwear to introduce new products into the competitive footwear market of Bangladesh. It explores various elements of the promotional mix—advertising, sales promotion, direct marketing, and public relations—and their effectiveness in attracting and retaining customers. Through data gathered from company documents, interviews, and customer feedback, the research identifies which strategies contribute most to brand visibility and market penetration. The paper concludes with recommendations for optimizing campaign timing, targeting, and media use to enhance future product launches and strengthen Step Footwear’s market presence.